Yifat was born and raised in Kibbutz Tel Yosef. After completing her military service at Galei Tzahal, the IDF radio station, she moved to Jerusalem to study international relations and communications at the Hebrew University of Jerusalem. During her final year she became fascinated by the Internet and the potential that new technologies bring to the fields of social and political change. Inspired to learn more, she started a graduate degree in Internet and digital media at Hebrew U, and then joined the social media team of the Tel Aviv municipality. Her goal was to promote participatory culture via social media on the municipal level. After publishing her thesis on Facebook’s impression management she embarked on a PhD, focusing on political expression and discussion on Facebook in Israel. Last year, after five years full of interesting initiatives and strategic work in the organization, she decided to take a leap. Yifat, together with three great partners, opened her own business working on social media with nonprofits in Israel. Academically, she explores the Internet’s potential to promote change and teaches digital activism and digital content at the Emek Yizre’el Academic College and the Hebrew University of Jerusalem, as well as initiating social change projects both on and off line.